Benzac AC
The challenge
Benzac AC is premium priced pharmacy only acne treatment with a limited marketing budget. An additional challenge is that heavily advertised competitors like Clearasil are available in supermarkets as well as pharmacies. As a result, Benzac’s challenge was to increase awareness as well as sales.
The strategy
Given its teenage target market and budget, Tick Yes created the facility where consumers were able to engage with Benzac digitally via promotions, email / SMS marketing and online gaming. The activities were promoted via data acquisition strategies, online advertising and point of sale. Galderma allocated 100% of Benzac’s marketing budget to these activities – with several different incarnations – for 6 years.
The results
In a declining market, Benzac’s sales consistently grew every year by 13% – 15% on average. Plus, the previous years’ activities provided an engaged group of consumers with which to target the next year’s campaign.
